Fernando and Hannah-Love Diaz, along with their team
Fernando Diaz and his family have a lineage rooted in coffee. Though Proyecto Diaz Coffee started roasting beans in 2014, the Diaz family’s history stretches back to the early 1900s, when Fernando’s great-great-grandfather began growing coffee in Oaxaca, Mexico. That legacy persists today. Fernando’s grandfather Juan continues to grow coffee on his farm; El Carmen, his father, Genaro, roasts the coffee in Oakland; his wife, Hannah-Love, manages operations and design; and Fernando manages clients and coffee programming and selection.
The company lives out its slogan—”caffeinate with purpose”—through direct trade sourcing from small producers and investing 10% of its profits back into their mission to rebuild and revitalize farms.